The CRM Marathon: Plotting Your CRM Course
by Raquel Lewis, CRM Success Consultant and Chris Fritsch, Client Success Consultant
Before embarking on your CRM marathon, it’s important to plot the best course. To do this, it’s helpful to determine where you are now.
The Dollars and Sense of Cleaning Up Your CRM Data
Few people will disagree that good CRM data is essential for effective marketing. Despite that fact, bad data has become endemic in marketing databases everywhere. Not only does this result in frustration for many marketers (and overtime work for many data stewards),
Data Quality Do’s and Don’ts – Part 1: Degrading Data Quality
In today’s highly mobile market, up to 30% of a firm’s CRM contact data quality can degrade each year. People get hired, fired, promoted and change jobs; they move and change addresses; they get married and divorced;
CRM Plumbing
Once the outside structure of your CRM is solid, it’s time to think about the infrastructure within your CRM system. How will the information need to flow within the system and externally? What types of connections or integrations will need to be installed to pipe the information where it needs to be?
The CRM Framework
Once you have a solid CRM foundation to build upon, it’s time to begin building out the CRM framework for your system. Of course, the building blocks for every CRM are the contacts, including both people and companies.
CRM Contact “Building Blocks”
The CRM Foundation
How solid is your CRM foundation? Once you have a concrete strategy and have formed a plan, you need to build a solid CRM foundation to ensure long term success. Doing this type of ‘groundwork’ will ensure that your CRM implementation and structure will stand the test of time.
Choosing Your CRM Builder
Selecting the right CRM Builder is much like choosing the right team to build your house. We’ve all heard horror stories about dealing with bad contractors. Without the right building partner, you are likely to get a house that takes longer and costs more than you imagined.
